country rep 2009 complimentary report
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CountryRep™
2009 What are the reputations of countries?
What drives country reputation?
Which countries would you invest in and visit?
www.ReputationInstitute.com
Country Reputations are Vital
Strong reputations build political diplomacy...
Countries with great reputations attract tourists...
Countries with positive reputations are more likely to
attract FDI
A positive country reputation supports companies
2Copyright 2009. Reputation Institute. All Rights Reserved.
Reputation Management
a beautiful country, an enjoyable country, offers an appealing lifestyle
APPEALING ENVIRONMENT
offers a favourable environment for doing business, is run by an effective government, has adopted progressive social and economic policies, is a responsible participant in the global community
EFFECTIVE GOVERNMENT
produces high quality products and services, is inventive, is technologically advanced, is an important contributor to global culture
ADVANCED ECONOMY
Capturing ReputationCountries cannot manage what they don’t measure. Reputation Institute has been measuring reputations rigorously since 1999. Our approach is based on a simplified and standardized model for measuring reputations internationally. The beating heart of the model is the CountryRep Pulse – the degree to which people trust, admire, respect, and have a good feeling for a place. Underlying the Pulse score are three dimensions that influence perceptions of a company and its reputation; it is the importance of these dimensions which drive country reputation. Understanding the dimension drivers of reputation provides the raw material for countries to create strategic platforms that communicate and engage with their stakeholders on the most relevant key issues.
3Copyright 2009. Reputation Institute. All Rights Reserved.
CountryRep™ Overview – The Model
CountryRep™ is an instrument that was developed by Reputation Institute to measure the reputation of a country with the public and with more specialized interest groups.
CountryRep™ Methodology
The core of the model is the degree of liking, trust, respect, and admiration that people feel for the country.
CountryRep™ is a scientifically-developed standardized scorecard that measures perceptions of countries based on key performance indicators designed to assess the relative appeal of the country to respondents on 11 attributes organized into three dimensions:
− Effective Government offers a favourable environment for doing business, is run by an effective government, has adopted progressive social and economic policies, is a responsible participant in the global community
−Advanced Economy produces high quality products and services, is inventive, is technologically advanced, is an important contributor to global culture
−Appealing Environment a beautiful country, an enjoyable country, offers an appealing lifestyle
4Copyright 2009. Reputation Institute. All Rights Reserved.
CountryRep™ Overview – The 2009 Study
Project DescriptionIn January-February 2009, Reputation Institute conducted the CountryRep™ project in 33 countries.
Consumers in each of the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK, and USA) rated 34 country brands and thereby provide a snapshot of the reputation of emerging markets with G8 consumers. More than 22,000 consumers were interviewed online and asked to rate countries, providing over 38,000 country ratings.
Breakdown of ratings per G8 country:
Country brands were assigned at random to ensure representativeness of the views of consumers with internet access.
Each country brand was also rated by consumers in their own country. Reputation Institute conducted fieldwork in 33 countries which rated themselves to provide self-image scores from 17,000 interviews:
AmericasBrazil, Canada, Chile, Mexico, USA
EuropeAustria, Belgium, Denmark, France, Finland, Germany, Greece, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK
Asia-PacificAustralia, China, India, Japan, Singapore, South Korea, Taiwan, Thailand
AfricaSouth Africa
CountryRep Modeling DataData is balanced to be representative of online country population. All external scores are globally adjusted to account for country bias. Global External CountryRep™ scores are based on a mean of means of the G8 countries.
ScoringScores range from a low of 0 to a high of 100. CountryRep Global Ranking external scores that differ by more than +/-3.2 are significantly different at a 95% confidence level. CountryRep Global Ranking self- image scores that differ by more than +/-1.8 are significantly different at a 95% confidence level.
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France: 2,783 Italy: 2,861 Russia: 3,032
Germany: 3,040 USA: 11,289 Japan: 2,647
UK: 9,994 Canada: 2,408
Which are the Best Reputed Countries?
CountryRep™ 2009 External Scores73.2473.19
72.5471.67
70.6368.31
66.0765.4365.22
63.1263.00
62.5462.34
61.3861.03
58.7458.37
53.4751.65
50.4048.5748.4248.3648.19
47.1345.27
44.7744.27
42.2138.97
38.1236.09
67.5467.19
SwitzerlandCanada
AustraliaSwedenNorwayFinland
DenmarkNetherlands
AustriaSpain
IrelandItaly
United KingdomGreece
BelgiumGermany
JapanFrance
PortugalBrazil
SingaporeIndia
ThailandMexicoPoland
United StatesTaiwan
ChileTurkey
South AfricaSouth Korea
UkraineChina
Russia
Scoring scale: 0-100
Scores are calculated as the average of the averages of each G8 country
A difference in score is considered statistically significant if the absolute value is greater than 3.2 points
Switzerland and Canada, two nations historically known for their neutrality, have earned the highest reputation ranking in Reputation Institute’s CountryRep 2009 - its annual survey measuring public perception of 34 countries around the world. The study found Russia to be the least respected country in the global survey. Canada and Australia are the only non-European countries in the top ten.
“A strong country reputation builds stakeholder support, making Switzerland a country people will recommend as a place to visit, invest in, live in and work in.”
--Nicolas Trad, Managing Partner, Reputation Institute
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2009 Top 5 External Country Rankings According to Perceptions of…CountryRep 2009 indicates that public perception is most influenced by a country’s physical beauty, lifestyle, possibilities for enjoyment and global community involvement, which combined accounts for more than 40% of a country’s reputation. This makes it critical for countries worldwide to communicate how they offer a wide array of appealing options for entertainment and that their country supports good causes internationally.
Global Leaders Across 11 Attributes (slide 1 of 2)
Scoring scale: 0-100
Products and Services Physical Beauty Enjoyment/Entertainment Possibilities
Switzerland
Japan
Germany
Italy
Australia
Spain
Canada
Australia
Switzerland
Canada
Switzerland
Sweden
Canada Norway
Ireland
75.90
75.40
74.50
74.20
73.50
84.60
82.60
81.90
79.20
79.20
73.20
72.10
71.10
70.10
66.80
TechnologyBrands and InnovationBusiness Environment
Switzerland
Sweden
Canada
Australia
Finland
Japan
Switzerland
Germany
Sweden
USA
Japan
Germany
Sweden
Switzerland
USA
72.30
68.90
68.70
66.10
65.20
75.30
68.50
68.10
67.40
66.00
78.00
67.10
66.10
65.90
65.60
“…offers a favorable environment for doing business”
“…is inventive” “…is technologically advanced”
“…produces high quality products and services”
“…is a beautiful country” “…is an enjoyable country”
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Global Leaders Across 11 Attributes (slide 2 of 2)
Contribution to Global CommunityCultureLifestyle
Australia
Canada
Switzerland
Sweden
Spain
Italy
France
United Kingdom
Germany
Sweden
Sweden
Canada
Switzerland
Norway
Finland
74.50
74.30
73.80
72.20
71.00
70.00
69.40
68.90
66.80
66.40
68.20
67.80
67.50
66.50
65.70
Effective Government Social Welfare
Switzerland
Sweden
Canada
Sweden
Switzerland
Norway
Norway
Finland Finland
Canada
72.00
70.60
70.00
69.80
68.10
71.20
70.50
68.20
67.10
66.10
“…offers an appealing lifestyle” “…is an important contributor to global culture”
“…is a responsible participant in the global community”
“…is run by an effective government” “…has adopted progressive social and economic policies”
2009 Top 5 External Country Rankings According to Perceptions of…Switzerland, the most highly respected country, landed in the top spot for business environment, products and services, and effective government, while placing second in social welfare, and brands and innovation. Italy was number one in the cultural appeal and entertainment possibilities attributes. Japan dominated in reputation for the brand and innovation attribute, indicating that the public perceives many important products, brands, and companies come from Japan.
“Having a Broad Reputation Platform Reduces Risk. Countries build their reputations on different platforms, but all platforms should communicate strength across a number of dimensions. A diverse image reduces reputation risk and provides a stronger platform for support.”
–Kasper Nielsen, Managing Partner, Reputation Institute
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Scoring scale: 0-100
Evidence that Country Reputations are Linked to Supportive Behaviors
Having a Strong Reputation Improves SupportAn increasingly globalised world with intensified competition makes country reputations matter more than ever. Attracting FDI, tourists, high skilled workforce and being able to sell the products of the country abroad are facilitated by having a strong country reputation.
This model shows the correlation between supportive behaviors and external reputation overall for 2009.
“I would recommend to others to … country X”
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Which Countries are the Most Attractive for Key Supportive Behaviors? Likely to SupportThe general public in the G8 countries (Canada, France, Germany, Italy, Japan, Russia, UK, USA) were surveyed for their perception of which countries are the most attractive to invest in, live in, work in and visit. Below you find the top five for each question.
Live InVisit
Australia
Canada
Switzerland
Italy
Spain
Australia
Canada
Switzerland
Sweden
Norway
79.69
78.80
77.71
76.60
75.78
68.70
68.50
67.29
65.60
62.26
Work In Invest In
Canada
Switzerland
Australia
Switzerland
Sweden
Canada
Sweden
Noway Norway
Australia
66.96
62.87
61.97
60.72
59.31
67.91
67.60
67.31
65.95
63.49
“…is a country I would visit” “…is a country I would live in”
“…is a country I would work in” “…is a country I would invest in”
Scoring scale: 0-100
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Some Key Takeaways
External Country Reputation Findings
An increasingly globalised world with intensified competition makes country reputations matter more than ever. Attracting FDI, tourists, high skilled workforce and being able to sell the products of the country abroad are facilitated by having a strong country reputation.
The competition for countries to attract FDI is becoming more fierce and a good country reputation is therefore imperative in order for this happen.
Countries that are known to be ”neutral” and politically stable and have a solid business environment are more likely to attract Investments (Switzerland, Sweden and Canada).
Being able to offer a favourable business environment combined with a responsible and effective government are the most important characteristics of countries that are most likely to attract investments.
Countries with a shorter history of democracy or known to be politically fragile are less likely to attract investments (Russia, Ukraine).
Attracting workforce is driven by a country’s ability to offer an appealing lifestyle, a favourable business environment and effective government.
The attractiveness of a country as a place to visit as a tourist is driven by the perception of the country’s physical beauty, enjoyment possibilities and its lifestyle.
Country of Origin as a Brand
The country of origin or “made in” has a significant effect on purchasing decisions of consumers.
It has an influence in the perception of the quality of products and services.
The quick growth of international commerce makes this effect more and more relevant.
There is a mutual influence between perceptions of country brand on local brands and the local brands of products and services on country brand.
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Which Countries Like Themselves the Most?
The CountryRep 2009 study measures the overall respect, trust, esteem, admiration and good feelings the public in the G8 countries hold toward 34 countries outside of their home country and how 33 of those countries rate their own nations. Findings from more than 17,000 interviews showed that Australia, Canada, and Finland gave their home country the highest ratings, giving insight into self-image around the world. The general public in Japan rated their own country the lowest.
“When people trust, admire and have a good feeling about a country, not only are they more likely to recommend key supportive behaviors to others, people are also more likely to give a nation the benefit of the doubt in a time of crisis.
“We see a strong pattern between reputation and support, demonstrating that building a favorable reputation platform should be a part of a country’s overall strategy.”
--Nicolas G. Trad, Managing Partner, Reputation Institute
CountryRep™ 2009 Self-Image Scores91.89
89.9889.79
85.6484.45
83.94
80.3678.96
78.0077.91
77.4677.39
77.0176.92
75.9075.25
74.3472.3172.2872.27
69.1668.6968.3968.33
67.7067.31
66.8966.88
65.0264.22
56.81
82.2082.43
AustraliaCanadaFinlandAustriaNorway
DenmarkSingapore
IndiaSwitzerland
ChinaFranceSpain
SwedenIreland
ChileUSA
NetherlandsThailand
RussiaPoland
GermanyUK
MexicoBelgiumGreece
ItalyTaiwanTurkey
South KoreaPortugal
BrazilSouth Africa
Japan
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Scoring scale: 0-100
Scores are calculated as the average of the averages of each G8 country
A difference in score is considered statistically significant if the absolute value is greater than 1.8 points
Self-Image Across 11 Attributes (slide 1 of 2)
Canada
Finland
USA
Australia
Denmark
Finland
Australia
Canada
USA
Finland
Denmark
TechnologyBrands and InnovationBusiness Environment
Australia
Canada
Singapore
Denmark
83.68
78.48
77.96
76.92
76.10
86.32
83.22
82.51
81.70
81.13
82.66
78.61
78.51
77.80
77.10
USA
Spain
Canada
Denmark Canada
Austria
Austria
Australia
Finland
Australia
Canada
Austria
Australia
Finland
Norway
Products and Services Physical Beauty Enjoyment/Entertainment Possibilities
93.32
91.15
90.75
86.61
86.24
97.80
97.71
96.84
95.84
93.92
88.44
87.66
87.09
86.92
86.39
“…offers a favorable environment for doing business”
“…is inventive” “…is technologically advanced”
“…produces high quality products and services”
“…is a beautiful country” “…is an enjoyable country”
Scoring scale: 0-100
2009 Top 5 Self-Image Country Rankings According to Perceptions of…
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Self-Image Across 11 Attributes (slide 2 of 2)
Contribution to Global CommunityCultureLifestyle
Australia
Canada
Austria
USA
Spain
Canada
Russia
Australia
USA
UK
Australia
Canada
Norway
Denmark
Singapore
96.01
89.70
86.73
83.11
82.71
85.91
85.86
85.13
82.73
82.40
84.16
81.52
80.22
77.88
76.02
Effective Government Social Welfare
Singapore
Australia
Canada
Australia
Canada
Singapore
Denmark
India India
Norway
81.99
78.37
72.24
71.55
70.81
78.35
76.81
65.60
65.08
64.35
“…offers an appealing lifestyle” “…is an important contributor to global culture”
“…is a responsible participant in the global community”
“…is run by an effective government” “…has adopted progressive social and economic policies”
Scoring scale: 0-100
2009 Top 5 Self-Image Country Rankings According to Perceptions of…
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2009 Gap Between Country Self-Image and External Perception
Degree to which a country’s public over/under-rates itself in comparison to external perception.China and Russia showed the largest gap by rating themselves above average and higher while others rated them the lowest of the countries in the survey. Conversely, Japan showed the only perception gap between their own public perception of their country and the ratings of their nation by non-Japanese respondents in which they rated their own country lower than how others perceived their nation.
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Working with Reputation Institute to Put CountryRep to Work for You
Reputation Institute (RI) clients work with RI’s analytic tools and pioneering consultants to realize results and unlock the power of reputation. The launch of the Global Reputation Pulse study identified the value of global reputation for corporations. CountryRep™ takes this same methodology to provide a comprehensive look at a country’s reputation to a wide range of potential customers. With RepTrak, Global Reputation Pulse, and CountryRep, Reputation Institute measures reputation at the local and global level for both corporations and countries.
The state of the global economy and political environment is thus that a tool such as CountryRep™ has never been needed more. CountryRep™ provides valuable information to help both established and struggling countries to target existing programs and initiatives toward key dimensions and country publics and to develop new programs and initiatives. CountryRep™ also helps corporations go global and efficiently build relationships with key stakeholders in the most vital country markets and not least seek to understand the impact of country reputations on corporate brands.
Potential Partners for Work on CountryRep™:Country GovernmentsForeign Direct Investment AgenciesGlobal Businesses and Potentially Global BusinessesTravel and Tourism Industry
Potential Uses for CountryRep™:Identify Key Performance Indicators for the country brand & reputation Identifies weak areas in countries for improvement Identifies positive areas to be leveraged as strengthsOverall results can be used for strategic marketing campaigns to grow tourism and business developmentsPositive results build pride and reputation within countries observing a rise in ratings after several studiesPositive results can be used as marketing leverage by highly rated countriesA positive or growing “country brand” can raise reputation of local company brands
To learn more, visit www.ReputationInstitute.com or contact [email protected].
16Copyright 2009. Reputation Institute. All Rights Reserved.
Copyright 2009. Reputation Institute. All Rights Reserved.
Australia • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • France • Germany • Greece India • Ireland • Italy • Japan • Netherlands • Norway • Malaysia • Portugal • Russia • South Africa • Spain
Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States
Reputation Institute [email protected] www.ReputationInstitute.com
About Reputation Institute
Reputation Institute is the world's leading reputation consulting firm. As a pioneer in the field of brand and reputation management, Reputation Institute helps companies unlock the power of reputation. With a presence in more than 25 countries, Reputation Institute is dedicated to advancing knowledge about reputation and shares best practices and current research through client engagement, memberships, seminars, conferences, and publications such as Corporate Reputation Review. Reputation Institute's Global Reputation Pulse is the largest study of corporate reputations in the world, identifying what drives reputation and covering more than 1,000 companies from 27 countries annually. Reputation Institute provides specific reputation insight from more than 15 different stakeholder groups and 24 industries, allowing clients to create tangible value from intangible stakeholder feelings.
Copyright 2009. Reputation Institute. All Rights Reserved.